Future You (US)
Making Scary Surgery Sound Appealing: The Grace of Nail Art combined with the Power of Sonic Branding in Healthcare
This campaign explores how visual cues and sonic branding can be powerful tools in the healthcare industry, specifically targeting a demographic often resistant to treatment: women over 40 suffering from bunions. Traditional approaches struggle to overcome their fear of surgery and lengthy recovery times.
The solution? A nail art and a memorable ASMR soundscape. This innovative approach created a magical feeling associated with the Lapiplasty bunion correction procedure. The calming and relaxing sounds, along with a simple and easy-to-remember message, addressed the target audience’s concerns. This unique audio branding not only made the procedure seem less intimidating but also ensured better brand recall – a crucial factor when patients need to ask for the surgery by name.
The results were impressive. With a significant increase in website traffic and inquiries, the campaign effectively reached its target audience and addressed a common barrier to treatment for bunions. This case highlights the potential of sonic branding to revolutionize healthcare communication, making complex medical procedures more approachable and generating trust with patients.